Jim Flynn

Jim Flynn

President & CEO of Hult Marketing, Jim is a Certified Brand Strategist and avid cyclist with over 30 years of experience in marketing, media, research and consulting. His primary focus is building brands as brand development impacts all other business growth endeavors.

Healthcare Brand Growth Blog

Know Your Audience: Building Patient Personas

To gain powerful insights on your target market, it’s essential to combine your knowledge of the marketing funnel with patient personas. Doing so will also give you a better understanding of where to focus your healthcare practice’s time, money and resources to attract the right patients, which will lead to increasing patient volume. But what exactly are patient personas?

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Mitigate Healthcare Marketing Risks with Analytics

Risks are always present in the healthcare industry. Every day, healthcare practices assess, reduce and manage various risks to both staff and patients. These cautions are critical to the success of the industry. Your practice should use the same attention to detail when considering which tools and strategies to employ for your healthcare marketing strategy.

A proven strategy to help you mitigate marketing risk and measure your return on investment is using marketing analytics.

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How Inbound Marketing Can Impact Your Brand: A Client Success Story

In the past 10 years, the healthcare industry has quickly evolved. Today’s patients can communicate with their healthcare provider solely through their digital devices to access their health records, schedule appointments, view test results, and so much more. But healthcare marketing is still catching up, transitioning away from print-based advertising to digitally-focused strategies. Social media, search engine optimization (SEO), and online content (to name a few) are now critical components of a successful healthcare marketing strategy

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5 Ways Blogging Can Benefit Your Healthcare Brand

It should be no surprise that consistent, strategic blogging is beneficial to your healthcare practice. The more you blog, the more benefits you reap. Here are five benefits of blogging that can have a positive effect on your healthcare marketing efforts.

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5 Brilliant Email Marketing Hacks to Increase Patient Volume

Increasing patient volume can be challenging in today’s digital market. Many patients take the time to research their options, but others choose the first practice they see an online ad for. How can you reach the right audience, at the right time, while presenting an outstanding message that achieves your marketing goals? It starts with an essential part of your inbound marketing toolkit: email marketing.

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4 Tips to Enhance Your Healthcare Content Marketing Strategy

Nowadays, most healthcare practices and marketing departments have a blog as part of their marketing strategy. Everyone recognizes the value of blogging; however, most people aren’t blogging correctly. They oftentimes throw together a blog just to say they have one, and looking further into the content of those blogs, you see unhelpful information that visitors probably already know. That’s not blogging strategically. If your practice is relying on your content marketing strategy to convert visitors into loyal patients, you must completely utilize your most valuable player – your healthcare blog.

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Healthcare Marketing: Avoiding Social Media Liabilities

The saying “there’s no such thing as bad publicity” doesn’t always hold true in the healthcare industry. Your patients make healthcare decisions based on your credibility and trustworthiness as a healthcare provider. Furthermore, you are held to many legal requirements and responsibilities, which many other industry professionals are not. With your reputation on the line, it’s crucial that you avoid social media liabilities in your healthcare marketing.

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5 Components for a Successful Healthcare Content Marketing Strategy

Creating content is a key element of your healthcare marketing efforts, which is critically important to your overall strategy. With so much riding on crafting effective content, you simply can’t afford to get it wrong.

Fortunately, developing a successful healthcare content marketing strategy isn’t as abstract as people think. By mastering the following 5 components, you can develop a winning content strategy that will drive traffic to your website, and increase patient volume.

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5 Effective Inbound Marketing Strategies to Increase Patient Volume

Attracting new patients through newspaper ads and billboards is no longer effective. While these promotional activities still provide results and create awareness, they need to be a part of an integrated communications strategy in order to increase patient volume for your healthcare Brand. As a healthcare marketer, increasing patient volume through inbound marketing is effective, automatic and seamless — when done correctly.

At Hult Marketing, we’ve tried a number of patient generation strategies; however, the following 5 strategies are the cream of the crop when you are trying to find the perfect recipe for your inbound marketing campaigns.

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SEO Tips to Increase Traffic to Your Healthcare Website

The way we search for health-related information is constantly changing, making it difficult for practices to stand out amongst their pool of competitors. Generating online traffic to your website is more important to increasing patient volume than ever before. But, how do you actually create an increase in website traffic? By utilizing the following SEO tips, you ensure visitors are finding your health-related content during their searches, generating more online traffic, new patients, and loyalty for your healthcare Brand.

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Promote Your Healthcare Brand Using Google My Business

Google My Business is a must-have resource for healthcare marketing. With many patients relying on local search to learn more about healthcare services, Google My Business is an easy-to-use inbound marketing tool that places your healthcare organization in prime territory in search engine results pages (SERPs).

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Healthcare Content Marketing: Increase Your SEO Ranking

Some healthcare practices have a love-hate relationship with Google search engine results’ pages (SERPs). For the most part, the relationship is one of unrequited love. It’s a tale that goes way back to 2011 when Google instituted the algorithm update that set the stage for the way websites ranked in their SERPs – Panda. Google’s Panda algorithm emphasized quality content, which many websites didn’t have at the time.

Overnight, healthcare marketers using Black Hat search engine optimization (SEO) techniques realized their relationship with Google had to be genuine. No more keyword stuffing, spamdexing, or buying links to rank higher in SERPs. 

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Enhance Your Healthcare Brand's Online Presence with Video Marketing

With the amount of information at patients’ disposal, it can make it even harder for your healthcare practice to attract and retain loyal patients. Because of this, your Brand needs to focus on fostering a relationship with them that shows you understand them and care about providing them with solutions.

This relationship doesn’t start when the patient first walks in the door of your clinic or hospital, though. It starts the minute they realize they have a problem and turn to Google for answers. It may be hard to build a trustworthy relationship with patients virtually, but with effective video marketing, your healthcare Brand will stand out from your competitors. Become a healthcare practice that patients can trust and engage with by incorporating videos into your inbound marketing strategy.

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Healthcare Marketing: Optimize Your Mobile Website Design

Leveraging content is a powerful tool in your healthcare marketing arsenal. It helps with Brand differentiation and patient acquisition; however, if your content isn’t user-friendly on all platforms, then what’s the point? You’ll lose traffic and visitors if your website isn’t optimized for mobile. Without a mobile-friendly website, your target audience will become frustrated and will never hear about the great products and services you offer. 

But, don’t take our word for it. Take a look at what marketing experts and the number one search company, Google, has to say about mobile website design.

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Use Secondary CTAs to Convert More Visitors into Patients

Calls-to-action (CTAs) are among the most important tools in your inbound marketing arsenal. Without them, your healthcare Brand is missing out on opportunities to increase patient volume. How will visitors convert to loyal patients? What will get them to sign up for your free LASIK consultation? What will entice them to learn more about cataract surgery and download your IOL guide? CTAs are essential to your healthcare marketing strategy and open up the doors to new patients for your Brand.

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Marketing for Healthcare: Increase Your SEO Ranking with Content

Some healthcare practices have a love-hate relationship with Google search engine results’ pages (SERPs). For the most part, the relationship is one of unrequited love. It’s a tale that goes way back to 2011 when Google instituted the algorithm update that set the stage for the way websites ranked in their SERPs – Panda. Google’s Panda algorithm emphasized quality content, which many websites didn’t have at the time.

Overnight, healthcare marketers using Black Hat search engine optimization (SEO) techniques realized their relationship with Google had to be genuine. No more keyword stuffing, spamdexing, or buying links to rank higher in SERPs.

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The ROI of Content Marketing for Healthcare Brands

Numbers matter when it comes to your healthcare marketing strategy. When you set a goal to conduct ‘x’ number of LASIK procedures or increase patient volume by ‘x’ percent, measuring where you ended the year will show you how effective your strategy was during that period. If you hit your target, then it’s safe to say your strategy is working; however, if you missed your goal, then your strategy for increasing patient volume may need some tweaking.

The same premise applies to content marketing for healthcare Brands. You can measure the return on investment (ROI) of content marketing by measuring where you started based on where you are now.

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Converting Visitors to Patients with Your Digital Marketing Strategy

Increasing patient volume and loyalty is at the core of your healthcare marketing strategy. Whether you are promoting a new service, sharing a patient success story, or building Brand awareness, your practice is focused on bringing in new and returning patients.

Your digital marketing strategy is a major player in making this happen. By finding patients during their online searches, you are giving them the opportunity to be educated and inspired by your healthcare Brand. 

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5 Most Important Web Metrics Affecting Your Healthcare Brand

Digital marketing is a new frontier when it comes to your healthcare Brand. Although it’s a facet of marketing, healthcare marketers are discovering new digital marketing strategies to improve their web presence every day.

One important aspect of digital marketing is your healthcare website. Your website is your online presence that’s an irreplaceable anchor of your practice. An effective website helps your Brand increase patient volume and acts as a knowledge base for patients. It is the heart of your digital marketing campaigns. As such, it’s imperative that you measure the effectiveness of your website by analyzing your web metrics.

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How the Marketing Funnel Can Turn Website Visitors into Patients

Inbound marketing has the ability to attract interested website visitors to your practice and strengthen their trust in your healthcare Brand. It’s so much more than just producing valuable content and placing it strategically on your website. In order to capitalize on this opportunity to turn visitors into patients, your practice must understand the different stages of the marketing funnel, and how it affects patients’ decision-making process. Once you’ve mastered this, you start increasing in patient volume.


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